Chanel is set to open its new creative hub, 19M, located on the edge of the 19th arrondissement of Paris and Aubervilliers. The building, which is adorned with its first windows, will house activities related to Chanel’s Métiers d’art (Artisanal Crafts) starting next year. The construction of the 24-meter-high structure, which pays homage to textile creation, is progressing within the surrounding palisades. Chanel recently celebrated the completion of the structural work with a “flag ceremony.” The 25,000 square meter hub, featuring five floors and two basements, is expected to be completed in the fall of 2020.
The name of the hub, 19M, is a reference to the district in which it is located and pays homage to Gabrielle Chanel’s birthdate. The “M” represents significant initials such as the Main (hand), Mode (fashion), and Métiers (craftsmanship). The hub will house 11 of the 25 houses comprising the structure, including renowned artisans from Chanel’s subsidiary, Paraffection, such as Goossens, Maison Michel, Lesage, Lemarié, and Massaro.
Chanel aims to bring together these talented artisans under one roof to meet the demand for artisanal craft pieces, foster creative collaborations, and promote French craftsmanship. Bruno Pavlovsky, President of Chanel and Chanel SAS, expressed that the project has ambitious goals in terms of urban and architectural qualities, functionality, innovation, and sustainable development. Chanel’s aim is to uphold and develop the exceptional heritage of Métiers d’art, at the intersection of Paris’ cultural influence and fashion’s societal issues.
In addition to serving as a space for creation and collaboration, 19M also seeks to be a place for transmission and sharing. It will feature a 1,200 square meter agora, which will be open to the public, allowing them to explore the behind-the-scenes of these rare crafts. As a preview of the project, Chanel has commissioned German artist Case Maclaim to paint a work of art on the fences surrounding the hub. This painted fresco, spanning over 130 meters, highlights the gestures of Chanel’s artisans.
Chanel also aims to make 19M a visible contributor to the creation of excellence by creating official social media accounts to share the latest news from the hub. This will allow a wider audience to engage with and learn about the unique place.
Links:
1. Chanel News
2. Chanel on Instagram
